HORIZONTE EMPRESARIAL,
Год журнала:
2023,
Номер
10(1), С. 48 - 60
Опубликована: Июль 31, 2023
El
neuromarketing
ha
surgido
como
una
herramienta
innovadora
en
el
ámbito
del
comportamiento
de
compra
los
clientes,
sin
embargo,
a
pesar
sus
promesas
mejora,
también
plantea
serie
desafíos
la
realidad.
Por
tal
motivo
investigación
objetivo
demostrar
cómo
juega
pieza
clave
decisión
consumidor.
Se
empleó
metodología
documental,
través
recopilación
bibliográfica
investigaciones
más
relevantes
durante
últimos
años,
obtenidas
base
datos
científicas
Scopus,
Science
Direct,
Scielo,
Google
Académico
y
siendo
un
total
50
registros
obtenidos.
halló
resultados
factores
influyentes
que
determinan
compra,
resaltando
las
emociones
positivas,
uso
nuestros
sentidos,
estímulos
visuales
degustativos.
concluye
puede
influir
percepciones
consumidores
técnicas
herramientas
para
crear
lealtad
marca.
Agricultural Economics,
Год журнала:
2025,
Номер
unknown
Опубликована: Апрель 16, 2025
ABSTRACT
Technological
advancements,
such
as
online
grocery
shopping,
have
significantly
transformed
consumer
retail
environments
and
experiences.
Effectively
studying
behavior
in
these
new
requires
the
use
of
novel
methodological
approaches,
which
will
also
aid
developing
interventions
to
encourage
sustainable
consumption.
This
paper
begins
by
providing
an
overview
current
literature
on
approaches
analyzing
behavior,
then
provides
empirical
application
examining
decision‐making
pathways
within
shopping
platform.
Specifically,
focuses
exploring
consumers'
digital
footprints,
page
visits,
product
additions
removals,
interactions
with
information
labels
identify
patterns
interests
responses
healthy
Findings
highlight
potential
benefits
integrating
search
tracking
data
environmental
design
facilitate
informed
conscious
food
choices.
Journal of Business-to-Business Marketing,
Год журнала:
2024,
Номер
31(3), С. 261 - 279
Опубликована: Июнь 3, 2024
Neuromarketing
disrupted
the
marketing
research
landscape
by
offering
profound
insights
to
businesses.
These
guide
strategic
decisions
like
product
design,
branding,
and
communication.
However,
businesses
are
still
skeptical
about
integrating
neuromarketing
into
their
strategies.
The
reason
for
such
skepticism
may
be
certain
misconceptions.
One
misconception
is
that
a
difficult
expensive
tool.
Another
whether
mere
gimmick
or
an
intuitive
method.
To
address
these
pertinent
misconceptions,
present
study
conducts
qualitative
in-depth
interviews
with
experts
from
eleven
countries.
then
subjects
interview
transcripts
thematic
analysis.
Through
this
analysis,
contributes
extant
literature
provides
notable
practical
businesses,
companies,
independent
neuromarketers.
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 184 - 209
Опубликована: Июль 26, 2024
Investigating
consumer
perceptions
concerning
neuromarketing
strategies
employed
by
marketers
and
the
resultant
impact
on
brand
equity
constitutes
core
of
study.
This
chapter
investigates
various
to
ascertain
their
importance
in
influencing
with
a
specific
focus
162
consumers
Kangra
District
Himachal
Pradesh
using
convenience
sampling.
By
employing
empirical
analysis
conceptual
framework,
study
seeks
how
strategies—brand
positioning,
awareness,
prestige,
performance,
feeling,
judgment,
branding,
advertisement,
purchase
decision,
product
design,
innovation—influence
equity.
The
findings
offer
valuable
insights
that
will
enlighten
businesses
about
implications
customer
choices
perception
through
development
more
productive
enticement
strategies.
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 177 - 196
Опубликована: Окт. 4, 2024
Artificial
Intelligence
(AI)
and
Machine
Learning
(ML)
techniques
are
turning
into
a
revolution
in
the
growth
of
neuromarketing
field
various
advanced
that
can
engage
customer
provide
better
insights.
Starting
with
an
analysis
these
technologies
their
significance
marketing
context
environment,
this
chapter
introduces
neuromarketing's
applications
AI
ML.
Together
instruments
stages
relevant
to
investigation,
it
considers
technological
background,
such
as
neural
nets,
deep
learning,
predictions.
The
also
briefly
practical
also,
illustrating
how
artificial
intelligence
machine
learning
assess
buyer
behaviour
develop
suitable
strategies
optimise
customers'
experiences.
campaigns
mentioned
creative
planning
or
specific
activities
applied
presented
readers
through
perceptible
case
studies.
Advances in marketing, customer relationship management, and e-services book series,
Год журнала:
2024,
Номер
unknown, С. 275 - 302
Опубликована: Окт. 16, 2024
This
chapter
explores
the
intersection
of
neuromarketing
and
agile
marketing,
emphasizing
how
leveraging
technologies
can
enhance
marketing
strategies.
By
integrating
insights
from
neuromarketing,
which
studies
consumer
brain
responses
behaviors,
with
flexible,
real-time
approach
brands
achieve
more
personalized
effective
campaigns.
The
discusses
key
trends,
including
role
Artificial
Intelligence
(AI),
hyper-personalization,
data
analytics,
as
well
emerging
like
Virtual
Reality
(VR)
Augmented
(AR).
It
also
addresses
challenges
such
privacy
need
for
ethical
practices.
examining
these
elements,
provides
a
comprehensive
overview
combining
methodologies
drive
innovation
improve
engagement
in
modern
marketing.
